Enhancing brand equity through social media marketing: A quantitative analysis of health and beauty product brands among Thai entrepreneurs

Abstract

This study aims to improve the brand equity of online health and beauty products among Thai entrepreneurs to enhance their competitiveness in global markets. Using elements from the Rough Set Delphi technique, the research examines the relationships between nine key components that contribute to building brand equity, analyzed through confirmatory factor analysis. A quantitative approach was used, collecting data from 600 manufacturers who utilize online social media platforms for marketing and distribution. The results show that the validated model includes all nine components, which closely align with real-world data. These components include marketing factors, social media marketing activity, brand association, perceived quality, brand awareness, brand image, brand trust, and brand loyalty, all of which play a critical role in developing brand equity. The study provides practical insights for health and beauty product manufacturers to strengthen brand sustainability, recommending a focus on understanding all nine components, especially social media marketing factors, brand loyalty, and brand image, to increase brand equity. Recognizing the importance of the other components is also essential for long-term brand growth.